Jeff Pedone

Last week I attended another digital new media conference where the question was asked if new social media would end email or at least the effectiveness of the mechanism.  A great collective sigh was uttered from the group, much more in having to hear the question again rather then hear the response.  We all knew the answer.

First, in the spirit of full disclosure, I offer this.  I have worked in marketing for over 15+ years.  I have seen the birth of the Net, been a part of the standard less times of email deployment, have seen email eclipse direct mail as a channel, witnessed “consultants” charge people exorbitant amounts to build a website or host images, watched as the bubble burst on the dot com era. I have seen SPAM and clutter erode the very heart of a great communication medium.  I have seen the awesome power of email to deliver trusted and relevant content to those who want and expect it.  I’ve seen the coffers of companies overflow from the value of an email address.   I’ve championed emails cause and run entire email teams for major Fortune 500 publishing organizations.

I am now witnessing its demise.

Much has been written in the recent past regarding the rise of social media (Linkedin, Facebook, Twitter, IM, Skype) and how this present generation of communicators is opting for social network communications rather then email.  I’m a participant in all and have been involved in large projects to implement them in traditional media companies.  We are communicating differently and there is no turning back.

For those present day Luddites, I respect you.  I celebrate your patience, your pace, your resilience, your sage wisdom and knowledge that says that we are all a part of the cycle of life, we shall all return to the start.  For all those resistant to change and those fighting to keep those things we shall all soon miss; keep your smug grin when someone mentions anything retro or recalls their childhood or when you hear someone tell a tale of a bygone era.  These are things to treasure, never to be forgotten…these mark our humanity and our permanence.

So, let go of the debate.  Move on.  You can take part or not.  Email will be supplanted, and that, that supplants will also pass away.  We are complex individuals that create and move the needle forward.  Hire those for your organizations that understand that.  Read your books on a Reader or hold them in the palms of your hands.  Tweet or pick up the phone.  Broadcast your life or tell a tale to friends in person.  We can all have our place.

As to the dollars organizations will spend on staff, marketing, branding, and business development – do not be one dimensional, but multi dimensional.  Make your pie charts and allocate your spend appropriately in areas of growth, stability, and demise.  There is enough of an audience for each piece.  You already knew that.